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PPC Done Right

PPC Done Right

There is an ongoing debate as to which is a better digital marketing strategy, PPC (Pay Per Click) or SEO (Search Engine Optimization) for your business.  No matter which side of the debate that you come down on there is far more money being spent on PPC services than SEO.  87% of search marketing dollars are spent on PPC while SEO only sees 11% of that revenue.

PPC can offer tremendous value to your business but it is not without its drawbacks.  PPC success is not based on luck or simply buying a few clicks there are skills involved to see the best results.

PPC Done Right:

Keyword planning

Keywords are vital to your campaign for a couple of different reasons.  First you don’t want to spend money on clicks that are irrelevant to your business, you want laser targeted ads that drive customers.

Second too many impressions can lower your click thru rate, which in turn affects your quality score and that in turn affects your price.  Fortunately you can work with a digital marketing agency who can help you pick profitable keywords.

Ad Copy

Writing good ad copy is an art.  The right ad copy needs to match your content with your keywords.  Ad copy can and will affect the ranking and number of impressions you get along with the minimum CPC, so it needs to be done right.

Landing page

When someone clicks on your PPC ad the page they are directed to is your landing page and it needs to be done right.  Good landing page design will take the leads you get from your PPC campaign and convert them into customers.  Your landing page also needs to follow the guidelines of the Google.  Your landing page needs to have links to a contact, terms, disclosure, and privacy pages.

For the conversion aspect of a landing page, there are elements that you need to get right, working with a digital marketing agency can help make sure your landing page works for you.  Here is a video breaking down the elements of a good landing page.

Managed PPC

There are many elements that going into making a PPC campaign successful.  Everything from picking the right keywords, setting a budget for the ad spend and building a landing page.  Most business opt for a managed solution, it takes the work of putting together a PPC campaign off your shoulders.

A digital marketing agency has experience, that you may not have, in putting together the campaign.  Experience that can pay off by the increase in sales for your business.

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Choosing the Right Social Media Platform

Choosing the Right Social Media Platform

You have the option of choosing the right social media platform, in fact some networks you’re better off not being a part of.  This doesn’t mean there is anything wrong with the network, but your customer base just isn’t there.  This is your business and you have the right to be as picky about your social marketing as any other detail of your business.

Now you need to make an informed decision as to which social platform is right for you.  There are a ton of factors involved in the decision so here’s a look at some of the data to help you make your choice.  Please note you don’t have to limit yourself either, you can work with as many or as few as you choose.

Breaking down the Data

Digital Insights put together some data on the most popular social networks and the amount of active users each has.
Here is the corresponding data:

  1. Facebook: 1.28 billion
  2. Google+: 540 million
  3. Twitter: 255 million
  4. Instagram: 200 million
  5. LinkedIn: 187 million
  6. Pinterest: 40 million

When it comes to raw data Facebook inevitably leads the herd in active users, revenue and several other metrics.


That can be a bit misleading, Facebook is one of the oldest social networks and for most people it’s a fundamental part of their daily lives.  However, Facebook’s organic reach is terrible and Instagram blows the rest away in terms of growth.

Does size matter?

Er…yes and no.  You want a network that makes the time you spend there to be time well spent.  You also need to look at the products you’re trying to sell and the audience that is the most engaged on each network.  Pinterest has 40 million users much less than Twitter but Pinterest users spend more time on the site and they interact with content more often.

Buyer Personas

Who are your ideal customers?  No business markets to absolutely everyone not even Walmart, so you probably already have some background on your ideal customer and what makes them tick.  This is what you need to look at when choosing the right social media platform to work with.

Here is how social media networks are broken down according to Jason DeMers at Search Engine Land.

  1. Kitchen-sink networks:Twitter and Facebook
  2. Image-based networks: Pinterest, Instagram, Tumblr
  3. Video networks:YouTube, Vimeo, Vine
  4. Business-focused networks:LinkedIn
  5. SEO and authorship networks: Google+
  6. Location-based networks:Foursquare, Yelp
  7. Niche networks:Reddit

Now you have to choose where your business fits into all of that.  It’s not as hard as it looks, but working with the right digital marketing agency can help alleviate some of the stress.  They understand the true power of social and what it can do for your business.

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